Dec 17, 2012
Diet Pepsi Changes Formula, Readies New Ad Campaign
PURCHASE, N.Y. -- PepsiCo is making a push to reinvigorate Diet Pepsi. The company has made a slight change to the carbonated soft drink's ingredients as it is set to launch a new marketing campaign in the new year.
Starting at the end of January, PepsiCo Inc. will begin TV ads with the tag line "Love Every Sip," along with the rollout of special edition silver cans featuring the blue-and-red Pepsi logo in a heart shape. The company is also working with designers to introduce other special designs later in the year, according to the Associated Press.
The move to add a needed spark to the brand comes after PepsiCo quietly added another artificial sweetener to Diet Pepsi to help stabilize the taste of the drink. In addition to aspartame, the company said Diet Pepsi will now include a "very small amount" of a sweetener called acesulfame potassium to help the taste maintain its potency over time. The ingredient, also known as ace-K, is often used in conjunction with other artificial sweeteners and can be found in a wide array of food and newer diet sodas, the news outlet reported.
The company said the overall taste of Diet Pepsi won't change.
PepsiCo is trying to bolster its flagship soda brands. The Purchase, N.Y.-based company has been losing market share to The Coca-Cola Co. in recent years. In addition to the new Diet Pepsi campaign, the company's regular Pepsi recently signed a wide-ranging deal with Beyonce and a inked a five-year deal to sponsor the Super Bowl halftime show.
The two new TV spots for Diet Pepsi will feature "Modern Family" actress Sofia Vergara, who the company first partnered with last year. The ads, which were developed by the agency TBWA/Chiat/Day, are intended to appeal primarily to women -- the target customers for Diet Pepsi and Diet Coke. This fall, Diet Coke also adopted a new look designed to fit in with "fashionistas' fridges." The logo began as a special edition can last year and is now the permanent packaging in the United States, the AP reported.
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